ISE Advertising and Promotion (COLLEGE IE OVERRUNS) - Softcover

Belch, George E.

Softcover

ISBN 10: 1259921697 ISBN 13: 9781259921698

Publisher: McGraw Hill, 2017

Synopsis

To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors’ extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.

In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.

About this title

About the Author

Professor and chairman of the Marketing department at San Diego State University. He received a B.S. in Marketing from Penn State University, an M.S. in Marketing from the University of Colorado and a Ph.D. in Marketing from the University of California, Los Angeles. He has published numerous articles in prominent journals

Edition details

• Publisher: McGraw Hill
• Publication date: 2017
• Language: English
• ISBN 10: 1259921697
• ISBN 13: 9781259921698
• Binding: Paperback
• Number of pages: 896